Liquid Death, as mentioned in TechCrunch’s 38, is one of the startups that grew exponentially his year. Startups have become unicorns so far in 2024. It has a reverent canned water brand, and has taken the beverage market by storm with its unconventional and bold marketing strategies. TechCrunch reports that the startup’s last round of $67 million valued the company at $1.4 billion. It has raised more than $260 million in funding. 

How did a company that sells canned water become such a sensation? By leveraging a unique brand voice, innovative content and clever campaigns, Liquid Death has managed to stand out in a crowded marketplace. As the best Denver digital marketing consultant, we want to share how businesses can learn from their marketing success.

What companies can learn from Liquid Death's marketing

Embrace a bold and unique brand identity

One of the key lessons from Liquid Death is the power of a distinctive brand identity. Liquid Death’s branding is anything but typical for a water company. With a name like “Liquid Death,” skull imagery and edgy messaging, they’ve positioned themselves as the rebellious alternative in the health-conscious beverage industry.

Techy insight: Don’t be afraid to break away from industry norms. Creating a bold and memorable brand identity can help you stand out and resonate with a specific audience. Your brand should reflect your company’s personality and values, even if it means being unconventional.

Utilize humor and shock value

Liquid Death’s marketing is infused with humor and shock value, often poking fun at traditional advertising. Their campaigns feature outrageous stunts, such as hiring professional actors to read negative social media comments about the brand, and creating horror-themed commercials.

Enthusiast’s tip: When used appropriately, humor and shock value can capture attention and create buzz. Consider how you can incorporate these elements into your campaigns to engage your audience and make your brand memorable.

Create shareable content

The brand has mastered the art of creating viral, shareable content. From their hilarious YouTube videos to eye-catching social media posts, Liquid Death knows how to engage their audience and encourage sharing.

Business casual insight: Focus on creating high-quality content that your audience will want to share. This can include videos, memes, infographics, or blog posts. The more shareable your content, the greater your reach and brand awareness.

Leverage influencer marketing

Liquid Death has effectively utilized influencer marketing to reach a broader audience. They’ve partnered with musicians, athletes and social media influencers who align with their brand’s edgy image.

Techy insight: Denver digital marketing consultant company can identify influencers who resonate with your target audience and collaborate with them to promote your brand. Authentic partnerships can enhance your credibility and expand your reach.

Engage in guerrilla marketing

The brand is known for its guerrilla marketing tactics, such as the “Death to Plastic” campaign, which involved placing branded trash bags in public places to raise awareness about plastic pollution.

Enthusiast’s tip: Guerrilla marketing can be a cost-effective way to generate buzz. Think outside the box and create creative, low-cost campaigns that can capture public attention and spread your message.

Commit to a cause

Liquid Death’s commitment to environmental causes, particularly reducing plastic waste, resonates deeply with their audience. They’ve positioned themselves not just as a beverage company, but as a brand with a mission.

Business casual insight: Align your brand with a cause that reflects your values and is important to your audience. This can build trust, foster loyalty, and create a deeper connection with your customers.

Engage with your community

Liquid Death actively engages with its community on social media, responding to comments, sharing user-generated content and fostering a sense of belonging among its fans.

Techy insight: Community engagement is crucial for building a loyal customer base. Respond to your audience’s comments, share their content, and create a space where they feel valued and heard.

Let our Denver digital marketing consultant team improve your overall brand!

Liquid Death’s marketing success offers valuable lessons for businesses of all sizes. By embracing a bold brand identity, using humor and shock value, creating shareable content, leveraging influencer marketing, engaging in guerrilla marketing, committing to a cause, and actively engaging with their community, they’ve carved out a unique space in the market. 

At Denver Media Group, we can help you implement these strategies to create a compelling marketing campaign that stands out and drives results. Contact us today to learn how we can take your marketing efforts to the next level.